Bumble Drops the Happy Ending to Honor 'Messy' Dating Experiences
Bumble's approach defies dating norms by requiring women to initiate contact through the app. Its most recent advertising builds on that idea by questioning many of the traditional notions of dating.
The brand's new ad debuts just in time for the holiday season and the new year, which are traditionally busy dating seasons. It was created by 72andSunny Amsterdam and depicts everyday dating encounters through the perspective of a woman, avoiding the joyful conclusion that many viewers might expect from a love storey.
According to Naomi Walkland, Bumble's vice-president of marketing for the EMEA region, narratives about dating aimed at women tend to focus on the outcome of finding a long-term relationship rather than the adventurous trip along the way.
"Either you want to end up with someone or you're in a hook-up phase," she explained, "but there's never just a celebration of the process of dating and how much fun it can be." "Our brief centered on motivating women to take control of their dating lives by showcasing the beauty of the messy, in-between periods of dating."
Enjoy the process of dating
The campaign is based on data from Research Without Barriers, which indicated that a third of people in the United Kingdom (32%) characterise their dating style as "exploratory," and that 70% would go on up to four dates per week to meet as many people as possible. Since the epidemic, Walkland says, there has been a growing trend of people being more open about their dating intentions.
In the film, a lady goes on several dates and has realistic experiences such as seeking advise from friends, cooking for a date for the first time, and brushing her teeth with her finger when she spends the night at a date's apartment. It's unclear whether she ends up with anyone as she goes down a street at the conclusion. The sentence reads, "Fall in love with dating."
"The film is straightforward. It's easy to slide into rom-com territory, but Laura Visco, executive creative director of 72andSunny Amsterdam, said, "We wanted to get under the skin of how dating might feel." "We also wanted to normalise a lot of things that could happen along the way." It's fine if you want to take your time or if you don't want to settle right away. In the process of dating, you're learning a lot about yourself and what you want out of it."
The campaign will be launched in the United Kingdom, Germany, France, the Netherlands, and Israel. Sheila Johansson directed the commercial, which was produced by New-Land London.
Bumble's ad was inspired by personal experience for both Visco and Walkland, who met their respective partners on the app. The major lesson Walkland aims to convey is that "there is no right or wrong way to date."